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Experience Strategist - Creative Director - Immersive Designer
Eat the Cake Studio
Frances is a creative director, experience designer and immersive strategist with over 30 years' experience in entertainment. As the founder of Eat the Cake Studio, an immersive design studio based in France, she creates and curates immersive experiences—from bold brand activations to original narrative worlds—helping audiences connect more deeply and making brands impossible to ignore.
A recognized leader in immersive experience design, Frances is a founding member of the World Experience Organization (WXO) and serves on its Global Experience Council. She is also a contributing alumna of The College of Extraordinary Experiences and co‑founder of JeDI Immersive, a non‑profit advancing the immersive industry in France, as well as Les Journées de l’Immersif, the country’s largest immersive industry gathering.
Rooted in a lifelong love of storytelling—across stage, film, screenwriting and video games—Frances brings human‑centered narratives to life. She transforms messages into emotion and brands into living worlds, using creative‑led strategies to craft environments that resonate and deliver real results.
Date
Bring one real engagement challenge—whether it’s booth presence, destination storytelling or event impact. Together, reframe it through a human‑centered, immersive lens and uncover practical next steps to stand out, activate your audience and drive measurable return. Discover where emotion meets strategy to turn your brand environments into revenue‑generating systems.
Book your slot: https://calendly.com/eat-the-cake-immersive/one_on_one_immersive_strategy_session_imex26
Learning outcomes:
Gain one strategic shift to help you differentiate with intention
Identify how immersive thinking can optimize budget, effort and impact
Leave with focused next steps to elevate engagement and drive measurable return
* CSEP Approved
Experiences often prioritize emotional highs and memorable moments. But is that what truly matters? Explore the tension between designing for immediate impact and designing for long-term change—and how to balance both.
Learning outcomes:
Compare short-term impact and long-term change as measures of value in experience design
Understand how changing travel behaviors are shaping event attendance and engagement. Today’s attendees are influenced by professional needs alongside personal values, well-being priorities, destination appeal and sustainability considerations.
Explore how business events intersect with bleisure, sport, fandom and sustainability—and how these motivations influence decisions to attend, stay and engage.
Apply insights from behavioral science, destination strategy and attendee motivations to design more relevant and meaningful event experiences.
Learning outcomes:
Apply insights from traveler values and behavioral science to strengthen event design and storytelling
Align organizational goals with attendee preferences in destination planning
Expand design thinking to consider all aspects of travel and travelers
More detail doesn’t always lead to better experiences. Explore when design becomes too heavy-handed and how leaving space for imagination can create deeper impact. Reflect on where “more” starts to work against wonder—and how to recognize the right moment to stop.
Learning outcomes:
Share perspectives on when additional design reduces impact
Data matters—but what are we really measuring at events? Explore the idea that you can have a Joy Meter at an event. Consider the data IMEX and partners collect and learn why event metrics tied to engagement—and yes, joy—make a positive impact on the bottom line. Understand how you can apply this refreshing measurement to your events.
Learning outcomes:
Analyze opportunities for data collection and analysis
Demonstrate how to develop measurements that matter
Design your own joy metrics
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: 0.5
* CMP/CEU Approved: Domain L: Evaluation Process, 0.5 credits
* CSEP Approved
Some of the most meaningful outcomes of experiences resist traditional measurement. Explore how to talk about value when metrics fall short—and how to articulate impact in ways that resonate with stakeholders and decision-makers.
Learning outcomes:
Explore alternative ways to define and communicate value